This 19 page paper looks at the IT company; Creative Technology Ltd., creator of the "Sound Blaster" sound card. Paper looks at the strategic history of the company, and then gets it is the company in the context of its external and in turn environment utilizing a PEST analysis, Porter's Five Forces framework, and a SWOT analysis, as well as considering its core capabilities and stakeholder interests. The bibliography cites 16 sources.
Name of Research Paper File: TS14_TEcreativet.rtf
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4.2 COMPETENCES 17 4.3 STRATEGIC CAPABILITIES 18 4.4 STRENGTHS 20 4.5 WEAKNESSES 21 5. STAKEHOLDER ANALYSIS 22 6. SWOT ANALYSIS 25 7. FUTURE POTENTIAL AND RECOMMENDATIONS 25 REFERENCES 27 1. Introduction Creative Technology Ltd is a long established firm,
with a turnover in excess of US $736 million1 and more than 6,000 employees across the globe within the company and its subsidiaries. This major IT firm specialises in
complementary and peripheriy items for the PC market, including, but not limited to, sound cards audio equipment, processors, MP3 players , graphics solutions, digital cameras and media centres. In order
to assess the competitive position of the firm it is necessary to look at the background and assess the influences as well as the way that the firm competes.
2. Strategic History The firm was started in 1981 by Sim Wong Hoo, who remains the CEO (Creative Technology, 2009). Unlike many firms within the hi-tech industries that gain a
foothold in the market as a result of innovation, and grow as they leverage this, the firm grew starting out as a supplier supporting the growth of another growth
company; Apple (Creative Technology, 2009). The firm initially made an add-on memory board to be used in the Apple II. However, they developed a strategy of meeting market needs by
customising and adapting technology starting out by the creations of PCs that were customised for the Chinese market. It was at this stage the firm developed the audio competencies that
were to prove key to the development of the firm (Creative Technology, 2009). The memory add-on that was developed also incorporated additional audio capabilities; this development was to lead to
and innovation; the audio interface which led to the creation of a stand alone sound card (Creative Technology, 2009). A further step forward is reached in 1987 when creative